A very interesting review of branding toolkit by Brand Amplitude.

1. Everything you need to define a brand in one place

5. Brand Strategy Process Target & Insight Brand Execution Brand Elements Competitive Assessment Brand Inventory Equity Pyramid Positioning Objectives & Metrics Personality Communications Strategy Brand Experience Map Brand Strategy Brand Audit CRM & Community Building Points of Parity and Difference The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points.

6. Brand Audit Target & Insight Competitive Assessment Brand Inventory Brand Audit Points of Parity and Difference

8. Target Insight: Wine Enthusiasts Enthusiasts are passionate about the entire wine experience. They enjoy researching what to buy and enjoying wine with friends and family. They like the whole culture of food, wine and knowing how to get the most out of the experience. “ So much variety to try. I like to look at labels but I also like to look at Wine Spectator. I really like to entertain, tasting wine with friends. It’s the best experience.”

14. Brand Strategy Equity Pyramid Positioning Objectives & Metrics Personality Brand Strategy

15. Brand Pyramid The brand equity pyramid outlines the basic building blocks of what the brand should stand for – brand vision, brand positioning, and brand personality and brand measurement. Identity Relationship Response Meaning Brand Equity Pyramid Resonance Consumer Judgments Consumer Feelings Brand Imagery Brand Performance Salience

16. Example Brand Pyramid: Ravenswood Identity Relationship Response Meaning Brand Equity Pyramid Resonance The wine I’m proud to share. Consumer Judgments Quality wine Authentic, genuine Consumer Feelings Confident, Discerning, savvy Brand Imagery Accessible, not snooty wine for discerning wine lovers. Brand Performance Quintessential CA Zinfindel Soul not overridden by process. Salience Ravenswood is a high quality Sonoma varietal everyone can enjoy.

17. Brand Positioning Statement A brand positioning statement describes how the brand will communicate with a specific target group to create a sustainable competitive advantage. For (Target), (Brand/Company) is the only/best (consumer frame of reference) that (statement of key benefit or guiding value), because/by (reason to believe, key credibility point). Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility

18. Positioning Example: Carhartt For hardworking men and women who value doing the job right, Carhartt is the authentic work wear expert that provides proven, uncompromised performance to support what you do because 1) Carhartt has continuously innovated to meet worker’s demands for over 100 years 2) Carhartt products have been tested and proven on-the-job with real workers.

19. Brand Personality Brand personality describes how a brand behaves --- what it does and how it does it – so that the brand always acts consistent with its values. Brand personality enhances target appeal and provide further differentiation. What Brand is: What Brand is NOT: The FIVE CORE DIMENSIONS OF PERSONALITY Sincerity (down to earth, honest, real, wholesome, cheerful) Excitement (daring, trendy, spirited, cool, imaginative, up-to-date) Competence (reliable, intelligent, successful, leader, confident) Sophistication (upper class, charming, glamourous, good looking) Ruggedness (outdoorsy, tough, masculine)

20. Brand Personality: Rosa Mexicano What Rosa Mexicano is: Friendly Fun Sophisticated & Contemporary Spirited Authentic What Rosa Mexicano is NOT: Fancy Traditional Pretentious or stuffy Take itself too seriously

21. Brand Execution Brand Execution Brand Elements Communications Strategy Brand Experience Map CRM & Community Building